With great power comes great responsibility: Why we’ve updated the ADMA Code of Practice
Today ADMA is releasing a new Code of Practice for its members. Here CEO Jodie Sangster explains why.
In 2006 John Howard was Prime Minister. The iPhone was a year away from its consumer release, Twitter had just launched and the NBN was merely an opposition policy platform. It was also the year that ADMA (then The Australian Direct Marketing Association) last updated its Code of Practice.
You don’t need me to tell you that much has changed since then with technology transforming the way consumers interact with brands. The marketing landscape has evolved at lightning speed and the pace of change is only accelerating.
Our revised Code has been a long time coming, in part due to the proliferation of data in the last few years. When I became ADMA’s CEO in 2011 volumes were growing exponentially. Since then, data capabilities have exploded and show no sign of slowing down.
‘Data-driven marketing is no longer the future of marketing. It IS marketing.’
And you wonder why ad blocking technology has seen its biggest growth ever in 2015. The above thinking is not part of the problem. It IS the problem.
Enjoy mapping all those elderly, low income demographics.